A Little Taste Of What Sales Operations Do To Your Company

Five years ago, I got accepted to a new temporary position. I was only 22 years old, studied business management and accounting and wished to be a successful accountant. So first, I decided to look up for an internship, but before I found one, I got accepted for a temporary position of Sales Operations. I couldn’t understand what it means to be a Sales Operator, and over the time I got interested and tried to learn more and more about this field. Whenever I had to present myself, I’ve never stopped being questioned by people who were wondering “What is Sales Operations…?”

So, right after I got accepted to be part of the Sales Operations team, I have started my journey…

Today, after five years I’m here to give you a taste of what Sales Operations Managers do; how they can impact sales effectiveness, scale up sales, increase Bookings and Revenues in your company.

Sales Challenge

"After being able to learn in depth the core business of the company, Sales Operations Manager should be able to manage all operational sales missions to scale up sales."

The challenge is Time Investment. Sales managers should be aware of their timeline and try to invest their time in bringing in as much business as possible. Unfortunately, things don’t work that way, and Sales Managers find themselves wasting a lot of time doing other things. How come?

There are plenty of operational tasks for Sales departments, such as database maintaining (i.e., SalesForce), Revenue Forecasting, Pipeline managing, variety kinds of monthly /quarterly reports, etc… I am even skipping over the coordination and alignments that Sales department need to have with other departments in the company, such as Finance, Support, Marketing, Legal and other managers and employees.

After being able to learn in depth the core business of the company, Sales Operations Manager should be able to manage all operational sales missions to scale up sales and let the Sales Manager be focused on his primary target.

Efficient Processes Will Make Life Easier

"Whenever the Sales Operations team is not involved in the daily sales processes, it may take additional effort to be aligned with other departments, and follow the correct process."

The Sales process usually involves collaboration with other departments. For example, whenever a company receives an order, it goes through an approval cycle before invoices are being issued. This particular process usually involves finance, legal and sometimes other managers who approve it. The Sales Operations team must be able to make the process faster. Therefore, it turns to be more efficient. Additionally, New processes are created by demand and managed by The Sales Operations team, whenever it is possible.

Whenever the Sales Operations team is not involved in the daily sales processes, it may take additional effort to be aligned with other departments, and follow the correct process. In the same case I mentioned below, the company will be able to collect payments easier and faster when The Sales Operations team track and manage the best process. Invoices will be approved and issued faster; then payment will be received earlier.

Revenues

"As Sales Operations team consistently tracks the company’s booking, they can separate those transactions that cannot be recognized for some reason, and let them go through internal (and sometimes external) procedures, which will bring them to be recognized. This type of operation increases the total revenue."

First, I would like to explain the difference between Bookings and Revenues. Booking is whenever the customer makes a written commitment to buy your product or services. Revenue is whenever this booking “counts” and recognized in the company’s books. Sales Managers often tend to see only the partial picture of Bookings. I’m not saying that they are wrong. Revenue recognition is an integral part of the financial department’s role. However, it can be related to sales concerning compensation calculations and even more for the senior managers and CEOs.

As Sales Operations team consistently tracks the company’s booking, they can separate those transactions that cannot be recognized for some reason, and let them go through internal (and sometimes external) procedures, which will bring them to be recognized. This type of operation increases the total revenue.

So basically, this is just a small taste of what is a Sales Operations Manager.

In my next articles, I will dive deep into different specific fields related to Sales Operations, and explain according to my experience, how you can establish or improve Sales Operations in your company.